Today, people’s lives are affected by the rapid transformation of technology in various sectors. From the workplace to the home, from the place of education to the recreation and entertainment centers, from restaurants to the hospitals, and in general, it can be said that all the points of contact and communication of a person with his external environment are influenced by technology. Technology has grown significantly in the digital and physical worlds and transformation has taken place in both sectors. The technologies of today and the future connect physical and digital products and try to respond to the needs of the audience and create a new experience according to their lifestyle and work. It is impossible to define a clear distinction between the daily activities that are aimed at meeting the needs of the physical and digital worlds.
Now, in the digital world, as expected from various programs and applications, there is a chain of communication to create experience and provide answers to user needs.
It is not possible to review, design, and present any specialized digital program independently of other programs in the process of creating user experience.
Connection of experiences
The process of life is changing in such a way that the boundary between independent activities and parts is being removed. Activities are not independent of each other over time as in the past. It may come to mind that many activities are still going on independently and are unrelated to each other in nature and function, such as: driving, watching movies, reading, using different applications and even cooking.
At first glance, it looks like this. But it should be seen that if we examine more deeply the contact points of people with the outside world, we still reach the same conclusion. Can you imagine that when you are using a specialized application in the field of cooking and you enjoy creating a unique experience and its design, it has nothing to do with an online payment application?
If we see both as a journey for the customer in two different specialized worlds in two separate applications, it is thought that they are not related to each other, but this is not the case.
To better understand the relationship between two independent activities, let’s look at a real-world example.
Suppose you went to a restaurant to eat with your friends or family. Apart from the quality of the food and drinks, which must be good, the service you receive from the restaurant staff before, during, and after serving the food will greatly impact your pleasant feeling from that memorable night. It means that what has become memorable for you is the good quality of the food, the behavior of the staff, and providing excellent service to create a good experience.
Now, after the restaurant, you go with your friends and family to see a good theater in the Theater Center Complex to see the show of your favorite director and professional actors. You have checked the things that are necessary to see a quality theater. What will happen if you do not receive good service when you enter the complex and face the staff to buy tickets, pass the entrance, and be directed to the theater?
What if the staff, which is the first point of contact of the amphitheater complex, is far from your expectations?
With what confused mind do you see your favorite theater?
Is it possible to see the interaction of the staff at the entrance of the hall separately from the moments of seeing a quality theater?
If we see the issue of restaurants and theaters in general. Do the experiences created at the end of the night in two different locations influence each other?
The important thing is that you compare the quality of service and the way people treat you in the theater with the respect they show you in the restaurant: that is, in your subconscious, you create a connection between two events in two different locations and situations based on the created experience and You compare them with each other. Based on the path that people take during the day and night at different contact points, the connection of experiences is created.
Experience the digital world
Just as in the physical world, when receiving services, the level of pleasantness and satisfaction is important to us based on creating a new experience, so it is in the digital world. In a series of daily activities, the contact points that people with different expertise have to receive different services are also related to different applications.
With this point in the digital world, it is more possible to compare and make connections between the services you receive from different applications.
The main reason is the platform and situation through which the user interacts with the service mobile phone or any other electronic device.
If an online food ordering application has designed a creative process, then the user can easily order his food. The UI and UX path provided by the application leads to a pleasant feeling and satisfaction from the service that is received at the end of the operation.
Now, the same person, based on the circumstances, needs to transfer money to one of his friends. When he faces various errors while using the application, and sees a poor user interface and user experience, he subconsciously compares his experience with his experience and level of satisfaction with the food ordering application.
It is indeed receiving service in two different industries, but considering that both are in the digital world and in line with providing online service and are in the chain of people’s daily operations, they are compared to each other in a completely conscious way. In fact, in the service chain that people are receiving for their lives, different specialties are involved. But all of them are being compared with one important value:
Creating a unique and enjoyable experience.
Therefore, knowing this, a chain of experiences has been created for the user throughout the day and night.
If we fail to create the right experience and value for our user and consumer persona in this chain, we are automatically compared to other specialties and receive a negative score.
The point that should be focused on is this point leads different teams to study and benchmark beyond their industry when designing a new service or product. We need to look at the customer journey beyond our industry and product.
In responding to the customer’s needs, compare and improve our services with the best services that the customer receives from other specialties in his chain of experience. In today’s world, businesses can create new experiences and value by offering their service level at the highest level in the user experience chain.
By: Majid Ahmadi KhoshbakhtCEO of MAKH